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SOUTH ABINGTON TWP. - Diana Statsman and Elizabeth Bonczar opened B&B Art Gallery in November to make local art accessible to local customers.

Like the aims of most startup businesses, it was easy to say and harder to achieve.

"People were very nice when we were in the looking-into-it stage but I got the distinct impression they were thinking, 'Are you nuts?' " Ms. Statsman said.

Though neither of the owners had opened a small business before, they drew on family business experience and past leadership positions - Dr. Bonczar and her family formerly owned and operated Casket Shells of Eynon Inc., and Ms. Statsman was the executive director of SCOLA Volunteers for Literacy for 27 years.

The gallery at 222 Northern Blvd. displays a rich diversity of art crafted by area residents: stone sundials, watercolor landscapes, silver jewelry, fused glass bowls and functional pottery that mimics the lines and speckles of fish. Ms. Statsman and Dr. Bonczar wanted to represent the array of disciplines practiced by local artists and cater to clients who want to decorate their homes inside and out, on walls, windows and tables.

After considering a site in Scranton, they picked a high-visibility location in a plaza at the foot of the "notch" into the Abingtons that also hosts a Premium Collection Wine & Spirits Store.

"Thousands of cars go by here every day, and they are driven by the kind of people who might appreciate art," Ms. Statsman said. The site offers free parking at the gallery door, and they found that it will end up costing them less than a location in the city.

They invested in a customizable hanging system that makes it simple and uniform to display and change the art on the walls, established regular "Third Friday" openings and artist talks to introduce audiences to featured artists, and started selling local bread, cheese, chocolates and wine accessories to cater to customers of the neighboring liquor store.

The gallery has long hours - it is open on weekdays between 11 a.m. and 7 p.m., on Saturday between 11 a.m. and 5 p.m. and on Sunday between noon and 5 p.m. - and only two employees: Ms. Statsman and Dr. Bonczar.

The two owners strive to make access to art welcoming and unpretentious.

Ms. Statsman said she thinks of the gallery as an "art store."

"Real people - we call them customers - are really interested in buying something that fits over my sofa or matches the color of my room," she said. Better to offer them an original piece by a local artist than something mass-produced to display.

"There are a ton of talented people here, and they are not getting a chance to show their stuff," Ms. Statsman said. "I'm not trying to discover the next Picasso, but I am trying to give people a chance to be seen."

Finding artists to display their work has been relatively easy - the back of Ms. Statsman's business card provides instructions for how artists can submit pieces for her to consider because she is asked for the information so frequently.

A challenge has been getting the word out about the new gallery to customers, both women agreed.

"Advertising in general is a challenge because of the cost involved," Dr. Bonczar said. "Early on in a start-up business, you really don't know how to measure the payback from dollars spent."

They found that a simple sandwich-board sign on Northern Boulevard has helped draw attention to their space: People might not pull into the parking lot the first time they see it, they said, but customers have said it reminds them to stop by later.

They also use their website, social networking and a sizable email list to spread information about events and art for sale.

The owners believe the unique artwork they offer will make the gallery a fixture for the community once more people discover it.

"I'm surrounded by all this beauty when I'm here," Dr. Bonczar said. "Now we need more traffic so people can appreciate what we have and what the artists in our area do. We have to become a destination."

Contact the writer: llegere@timesshamrock.com

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